Small Business Branding Guide

5. Start Promoting Your Business With These 9 Marketing Materials

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Start Promoting Your Business With These 9 Marketing Materials

Jul 07, 2023 • 7 min read
surprise and delight marketing for small business
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      Once your business is set up and running, it’s time to market! Marketing is crucial to help your business grow and spread the word throughout your community. You need print materials as physical pieces of marketing to display and pass out, and you need digital marketing materials to represent your brand online and enable prospects to contact you. 

      As these marketing materials tell the story of your brand and help potential customers get to know your business and what you offer, they can also make a lasting impression so that people remember you and develop loyalty for your brand.

      You might not need to create all of these at once, but you’ll likely need to implement all of them at some point or another as your business grows and you participate in more local events, trade shows, and beyond. 

      Here are nine key marketing materials for small businesses.

      What Digital Marketing Materials Do Small Businesses Need?

      Of course, your small business also needs to have an online presence, and that includes digital marketing materials. Your print materials are likely to lead to your email and website, and, of course, customers may find you online before they ever encounter you in person. Here are a few digital marketing materials you’ll need to get started:

      Logo And Branding 

      Your logo is the most fundamental piece of your brand. It’s your primary visual identity and will be on every piece of marketing you produce both in print and online. Because of this, you’ll want your logo designed and set before you make anything else. Your logo is part of your overall branding, which also includes your chosen fonts and colors. Unless you have graphic design experience, it’s best to hire a professional to create your branding, so that you can have a unique, thoughtful design that represents your brand well.


      What information goes on your business cards? Your phone number, email address, and… your website! It’s important to have a site set up so prospects can find you online after encountering you in person—or before they even meet you! A website takes time to build, so it’s important to set aside time and intention for the process. Unless you are a web designer yourself, you’ll likely have to hire someone to build yours for you. 

      Every website is different, but here are a few things all small businesses should include on their website:

      • Your logo and branding – This helps people know who you are and recognize your brand. Your website should be consistent with your brand’s fonts and colors. 
      • Your products and services – What does your company provide? How can people hire or buy from you? 
      • Contact information – Be sure to include your location (if relevant), phone number, email, and hours of operation. You can link your social media profiles for customers to connect with you there as well. 
      • Who you are – Having an “About Us” page is a fundamental part of a website. This is your chance to share who you are and tell your story. This page helps customers get to know you and what sets you apart. 

      Social Media

      Social media is one of the best ways to interact with your customers and to organically promote your business. You don’t need to have an account on every single social media platform – just the one(s) where your customers are present or the one that you like the most. What’s most important is showing up consistently.

      Social media offers the opportunity for organic growth and more impactful customer engagement, and accounts perform best with regular posting cadence (and strategy, of course). You can share photos, videos, and graphics that further promote your products and services, and showcase your brand personality and who you are as a company.

      How Marketing Materials Can Promote Your Small Business

      In order for your marketing materials to be effective, there needs to be a strategy behind them. You can create all the beautiful flyers and business cards you want, but if they aren’t cohesive and strategic, they might not be effective. Consider the purpose behind each piece and its goals. 

      When you hand someone a business card, that’s only the first step. They’ll probably go to your website next—what will they find there? Is it easy for them to book your services or get in touch? Does your business card branding match the look and feel of your website? Or, if you’re handing out flyers, do they read the same as the voice on your website or social media? 

      It’s important to consider the larger picture with all of these marketing materials to ensure you’re getting the most out of your investment. It’s better to create just a few pieces well, instead of several with a poor design and bad copy. The last thing you want to do is spend budget on materials that you don’t use or that don’t work. These materials can yield a significant ROI, so it’s important to execute them well.

      About the author
      Maeve Ginsberg

      Maeve Ginsberg is a copywriter & storyteller. She is a marketing strategist a Picante Collective where she helps businesses with marketing strategy and brand voice.

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